Queering Corporate: “No Pride, No Sport” with Nike
By Daniel Simpson
In today’s edition of Queering Corporate — the series where I evaluate a corporation’s LGBTQ+ support — we are going to do a deep dive on Nike. The well-known athletic footwear and apparel company has been committed to making more inclusive spaces in sport since 2012. For starters, they have promoted the phrase “No Pride, No Sport.” Nike says sport is better when all athletes are free to play as themselves — I couldn’t agree more! Just as you should have pride in your own sports team, you should have pride in all parts of your identity — bringing your full, authentic, confident self to the game.
Next, they have an affiliated gender-expansive run crew called Team Phenom, which ran a half-marathon to break barriers and create their own inclusive space. I am a bit confused about how exactly this team was supported by running. Did their half-marathon raise money for an organization that directly helps the LGBTQ+ community? I was also surprised to see that the team’s Instagram only has 180 followers.
Each year, Nike highlights a special apparel collection to celebrate the LGBTQ+ community, known as “Be True.” As worded on their website, “this collection pays tribute to those who defy boundaries and redefine possibility by staying true to themselves.” One year, the collection used artwork of trans man and artist Xavier Schipani, which I appreciate. Nike’s footwear in the Be True collection is spunky and packs a punch, beyond that basic rainbow.
Nike also has a blog post on their website with helpful resources for the LGBTQ+ community. These partners come from around the world and work in LGBTQ+ research, advocacy, and policy. One of these resources includes an initiative by the Out Foundation. Did YOU know they have an “inclusive fitness finder” where you can find inclusive sports/athletics spots in your area? I will be checking that out if I move to a new city. Nike also highlights the GenderCool Project on their page; this is a place where you can learn how trans and non-binary youth are succeeding in athletics thanks to the project’s efforts to give them access. Third, Nika promotes Athlete Ally, where there are 10 policies for building a more LGBTQ+ inclusive athletic program. Other partners include Seitenwechsel and Not A Phase.
What I often forget is that Nike owns Converse, and I have been seeing Converse’s captivating Pride designs for years now (their “Proud to Be” collection). I just learned that, since launching its first Pride campaign and collection in 2015, Converse has pledged and donated nearly $3 million to organizations serving the LGBTQIA+ community, such as the It Gets Better Project.
Nike even promotes LGBTQ+ inclusive practices that they’ve learned right on a blog post on their website. First, they recommend “acting first,” prioritizing safe and welcoming spaces, especially for trans and non-binary youth. Second, if you are a coach, setting the tone is crucial; if you are being intentional about your language and celebrating respect, players will mirror that behavior. Third, everyone must stay informed about LGBTQ+ education. Fourth, Nike recommends “holding space” – and not just for “Defying Gravity” (I hope you get the reference)– but it is important to let LGBTQ+ folk share their stories and assure them that you will not share any information about their identity. And last but not least, actively listen when LGBTQ+ people share their experiences; it is important to learn the needs of your teammates (or anyone in your life) without making any incorrect assumptions or damaging comments. The fact that Nike recommends all of these support tactics gives them an A+ in my book. I think we could all benefit from listening to one another, with the hope of gaining an understanding and acceptance of those with different identities.
With a perfect score of 100 on the Human Rights Campaign’s Corporate Equality Index (a ranking of LGBTQ+ friendliness), Nike is succeeding at building a strong culture of LGBTQ+ belonging and visibility. Their PRIDE Network, an LGBTQ+ employee affinity group, welcomes all employees with open arms, regardless of sexual orientation, gender identity, and gender expression. Through celebrity partnerships (including popular transgender social media sensation Dylan Mulvaney), impactful storytelling, and products for expression, Nike ensures that our community is celebrated both on and off the field.
About the Author
Daniel Simpson, born and raised in New Jersey, studies Business and Theatre at the University of Michigan (Go Blue!). He is the Media Coordinator for the Be A Friend Project, an international nonprofit focused on Bullying Prevention and Kindness Activism. When not working or studying, you can find Daniel performing, cooking, staying active, or going on an adventure with family or friends.